Pharmacy chain CVS and its CVS.com are rolling out a multi-million dollar
advertising campaign that targets “the lackluster service and credibility”of
pure-play Internet pharmacies.
The ads take a satirical look at ‘dot.com’ pharmacies, and position CVS.com
as ‘America’s Number One Pharmacy, Online,’ proven and trusted with 12,000
pharmacists in 4,000 stores filling more than 250,000 prescriptions a year.
The campaign broke in Raleigh-Durham and is scheduled to roll out nationally
in the first quarter of next year.
The goal is to drive traffic to the
CVS.com site, build awareness of CVS.com (especially in Western U.S. markets
with no bricks-and-mortar CVS presence),
and to differentiate CVS.com from the pure-play e-pharmacies.